화장품 해외직접구매자들의 구매특성과 만족도에 관한 연구

Abstract

Cosmetics is one of the product item that is transacted the most in the overseas direct purchase market. Therefore, the purpose of this study was to explore the purchase characteristics of overseas direct purchase shoppers such as their purchasing behavior, satisfaction, problems, and repurchase intention and the following is the result. First, the purchasing behaviors of domestic purchasers that make a purchase of cosmetics through overseas direct purchase, it was displayed that the purchasers mostly purchase color cosmetics, and it was identified that the purchasers attempt overseas direct purchase in order to purchase outstanding quality products for an affordable price by using credit cards. Moreover, it was displayed that they mostly use procurement service instead of shipping agencies and direct shipping due to tariff, language barriers, and complexity. Second, it was displayed that respondents who had experiences of purchasing cosmetics through overseas direct purchase had high satisfaction about overseas direct purchase, but overseas direct purchase was somewhat not satisfying due to problems like 'after service and customer service' and they could not trust overseas direct purchase because of possible 'skin trouble.' Third, the biggest problem of purchasing cosmetics through overseas direct purchase is the 'authenticity of the products' due to counterfeit goods, but most of the purchasers that purchased cosmetics through overseas direct purchase revealed their repurchase intention and it was displayed that their intention increases as their satisfaction becomes greater. The results of this study showed that securing uncomplicated purchase and delivery procedures, affordable price, and service like after service as well as the safety of the product when attempting marketing to sell cosmetics through overseas direct purchase will make the current market bigger and more activated.